Google has issued a warning about relying too heavily on SEO audit tool scores, urging SEO professionals to focus more on site-specific context when performing technical audits. Martin Splitt, a member of Google’s Search Relations team, shared these insights in a recent Search Central Lightning Talk where he outlined a more balanced, context-driven framework for conducting effective technical SEO audits.
The Flaws of Automated SEO Audit Tools
While automated SEO tools can provide useful insights, Google cautioned that they often generate numerical scores without considering the unique needs and circumstances of a website. Splitt pointed out that blindly following these scores can lead to misleading conclusions about a site’s health and performance.
Google’s advice? Human judgment and experience should take priority over raw scores. Each site’s specific needs, technology, and content require careful consideration when performing an audit.
The Three-Step Framework for Effective Audits
In the talk, Splitt introduced a three-step framework for conducting better technical audits:
- Use Tools for Identification: Start by using automated tools to highlight potential issues but don’t rely on them as the sole source of truth.
- Tailor Reports to the Site: After identifying issues, create a report that is customized to the site’s structure and goals.
- Make Contextual Recommendations: Provide actionable recommendations based on the site’s real-world needs, not just automated suggestions.
Splitt emphasized the importance of understanding the site’s technology before diving into automated diagnostics. By organizing findings by their impact and the effort required to fix them, you can ensure the audit is both efficient and effective.
High 404 Errors: Not Always a Problem
A common issue in SEO audits is the interpretation of 404 error pages. Splitt explained that 404s (which occur when pages can’t be found) are not necessarily a sign of a technical problem. They can simply reflect normal site maintenance or content removal.
For instance, if a site has recently removed a large number of pages, a temporary spike in 404 errors is expected. However, if the 404 errors appear without any logical reason, it could indicate a deeper issue that requires investigation.
“If you have an unexplained rise in 404 responses, though, that’s something you want to point out and investigate,” Splitt said.
Google’s Crawl Stats Report can help site owners track these errors and determine if they align with typical site activity or if they signal a need for technical adjustments.
Why Context Is Crucial for SEO Audits
Splitt highlighted the issue of generic checklists and tool-generated scores, which can waste time on issues that are low priority and fail to address more pressing problems. For example, an international website will require hreflang auditing, whereas a single-language site does not.
He urged SEOs to understand the site’s goals and technology to provide truly actionable insights. Some technical issues flagged by tools may not matter in the context of the site’s broader objectives, so it’s important to prioritize based on real-world impact.
“Make sure your findings are meaningful for the website in question and prioritize them for maximum impact,” Splitt advised.
Why This Matters for SEO Professionals
Relying solely on tool-generated scores can lead to wasted resources and missed opportunities for more meaningful improvements. Splitt’s advice pushes for expertise over automation, urging SEOs to move beyond cookie-cutter audits and embrace a more thoughtful, context-driven approach to technical SEO.
For sites with large content archives, frequent publishing, or international setups, this type of audit will be even more critical to ensure that SEO efforts are truly aligned with the website’s unique needs.
For more in-depth insights, read the original article on Search Engine Journal.
